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Bois-des-Filion

Multimedia Campaign, Rollout Strategy

Mandate

Like all cities, the municipality of Bois-des-Filion is facing new environmental realities. Ahead of a significant upgrade of its waste management practices, we were given the mandate to communicate, in two phases, the upcoming changes (schedules, bins, labels), the positive results associated with the collective efforts, and the benefit for everyone of making a habit of going to the ecocentre to reduce the amount of salvageable materials sent to landfills. Through a multimedia campaign over several months and a rollout strategy aimed at all Bois-des-Filion residents, we successfully conveyed all the messages needed to achieve the municipality’s goals.

Services

Rollout Strategy, Artistic Direction, Marketing Strategy, Consulting Service, Design-writing, Graphic Design

Animation of the tagline for the awareness campaign. The word “less” is written in dark blue in a light blue box with a navy blue border. Below, the phrase “it's better” is written in white handwriting.
GIF alternating two images. The first is a purple poster on waste sorting and reduction in Bois-des-Filion, with the slogan “Moins, c'est mieux” and the address of the website moinscestmieux.ca. The second is a turquoise poster with the text “À Bois-des-F
Three colorful posters from the town of Bois-des-Filion on waste reduction. The first green poster encourages people to sort and reduce waste. The second, in mauve, features the slogan “Less is more” and a waste bin. The third pink poster mentions that a
Three green vertical billboards. The first reads “Garbage collection. In Bois-des-Filion.” The second displays an image of clear plastic bags filled with garbage. The third reads “Why 120 liters?” and “moinscestmieux.ca”.
A poster for the Bois-des-Filion ecocenter encouraging citizens to give a second life to their building materials, reusable objects, hazardous waste and more. The poster features illustrations of a laptop computer, a garbage can, a tire and a child's car
A person has his hands full of cardboard waste and is about to put it in the garbage can. The superimposed text reads “Le constat est clair!” with the Bois-des-Filion logo.

Think

We used a phase-by-phase approach to define the focus and pillars of communication. Residents would have to adopt the necessary changes without being lectured. Obviously, there was a need to change some deeply ingrained habits. To avoid pain points, we focused on positive engagement and step-by-step, generous and motivating support. We wanted to promote participation in progress, and demonstrate the simplicity of the new actions to be taken and their positive impact. Like the tone, the message had to be clear and accessible to everyone; friendly, yet convincing.


Create

Sorting, reducing, using a smaller bin and cutting down on waste collection became “Less is better.” Without using a moralizing tone, the hook is clear and understood. Phase 2, detailing the positive results and benefits of the ecocentre, are in keeping with the same spirit. Accessible to everyone, the graphic elements speak for themselves. The colour palette, typography and iconography invite the public to perceive this reform with simplicity, pride and responsibility. The campaigns were created in three stages: before, during and after the changes.



Display

Over roughly one year, we accompanied Bois-des-Filion and its residents by rolling out 5,000 door hangers and information pamphlets, a landing page, bus shelter and panel signage, a Google campaign, posts on the City’s Facebook page and a press release. Citizens are clearly informed about the changes and the new habits to adopt, and can now congratulate themselves on exceeding the targets set by the municipality in only a few months.